2021 Bronze Best Use of Mail

Agency: Edit and Spark44

Client: Jaguar Land Rover

Campaign Name: Land Rover Defender 'Life at 45 Degrees'

Campaign Overview

To get customers to reappraise the versatility of New Defender and how it could fit into their busy lives, Land Rover needed to connect specially trained retail experts to a time-poor audience.

Strategy

Land Rover identified digital interactions for New Defender, and used a machine-learning algorithm to verify if they were in-market, along with affordability and share-of-driveway indicators.

The vehicle came with a huge level of personalisation potential, so retail staff became Defender experts. A key task was to put customers directly in touch with these specialists.

An innovative direct mailpack help Land Rover cut through. To drive response, the brand used cutting-edge radio transmission technology to join the offline channel to its online connected lead management systems at the touch of a button.

Retail experts were also given a customer biography to help them continue the conversation and drive sales

Creativity

The ultimate expression of capability is being able to drive up the steepest of inclines - 45 degrees in the case of New Defender, helped by its excellent entry and exit angles.

The creative idea dramatised living with a Defender at 45 degrees, combining angled images and design to play with the recipient's mind, with the mailpack copy also angled to capture attention.

To appeal to touch as well as sight, tactile finishes replicated textures used on the vehicle, such as its tread plate, and the terrains New Defender can master, like dirt tracks.

A quote from explorer Bear Grylls reinforced its adventurous credentials. New Defender's distinctive design, state-of-the-art technology and personalisation options were introduced, highlighting that it was ‘supreme off-road and sublime on-road’.

The pack featured an interactive button, mirroring the car’s switch gear, which the recipient could turn 45 degrees and press. Using WND Network and Sigfox radio transmission technology, it broadcast a command to Land Rover’s CRM system to send an SMS and email to the recipient confirming an expert would be in touch.

This happened in real-time in a GDPR-compliant manner. It created a joined-up and easy customer journey across channels, driving leads into retailers

Results

The mailpack successfully brought together New Defender prospects with experts at retailers, enticing 2,508 customers to speak to an expert - a response rate of 50% - and even more to enquire.

Lead quality was strong, with 246 sales and an ROI of 49:1.

The Team

Spark44 - Matt Statham, Creative Director - Chris McDonald, Creative Director - Liz Wolstenholme, Strategy Director - Dennis Engel, Art Director - Greg Berry, Designer - Mark Carter - Project Director - Toby Stoate, Print Production Manager - Simon Hodges, Studio Manager - Ian Talbot, Artworker - Chris Newby, Head of UK Account - Sheena Vegad, Account Director - Selena La Fleur, Senior Account Manager

Edit - Gwyn Rodway, Associate Director, Marketing Technology - Colin Norris, Developer - Simon Peel, Technical Consultant - Matt Duncombe, Data Manager - Adam Dark, Campaign Manager - Jim Richards, HTML Developer - Dan Rimmer, Test Analyst - Rebecca Boyt, Senior Campaign Manager - Glenn Alderton, Senior Data Programmer - Jeff Waterman, Senior Data Programmer - Alex Bacon, Delivery Manager - Max Symonds, Delivery Manager - Tanya McCourt, Print Solutions Lead - Emma Watson, Business Director - Thomas Ross, Business Director

Easibind - Luke Thomas, Business Development Director - Charlie Stewart, Development Lead

Jaguar Land Rover - Phil Haines, CRM & Digital Senior Manager - Nick Edmonds, CRM Executive - Ben Cheadle, Commercial & Customer Analytics Senior Manager

Mindtree - Lenos Apostolou, Customer Analytics Senior Analys